Marketing Plan of Form-it

1. FORM-IT
REDEFINING THE WAY
YOU FILL YOUR FORMS

2. OVERVIEW
 The company/app "Form-It" will basically
minimize the effort it takes to fill a form of any
type online and do all the work itself where the
customers or users would only have to fill in the
details once while signing up and thereafter the
app will use the details provided to fill all the
forms the customers wish to fill.

3. WORKING OF THE APP
1. Customer Downloads the app from the Play Store
2. While signing up the app asks the user to provide all the info that the forms
generally require and asks the user to attach all the scanned documents as
well.
3. This is a one time task.
4. Then the app takes the user to the app homepage that would look like a
search bar such as google's home page. This search bar acts as a tool to
locate what form the user wishes to fill.
5. Then the user searches for the form he has to fill say " CAT 2017 "
6. Then app displays the option " Fill it with Form-it "
7. On selecting this option the app automatically fills the form and takes the
customer to the final preview page.

4. MARKETING PLAN

5. CURRENT SITUATION OF THE MARKET
As of now in the market an app for
this purpose does not exist
therefore when we introduce this
app we can gain from first mover
advantage.

6. COURSE OF ACTION
 1. Develop the code for app and release the version on app
store.
 2. Preview the app on Play Store's EDUCATION AND
UTILITIES SECTION.
 3. Enter into collaboration with all the entrance
examinations, Universities and analyze the forms of the
universities not interested in collaboration and alter code
according to the analysis.
 4. Execute the marketing plan.

7. MARKETING PLAN.
 We wish to market the app through google Ad in form of
banners on relevant searches by google's users.
 Marketing will be done on the websites of popular forms itself.
When the users wish to fill a form they'll visit the websites with
which we have collaborated and find the option 'fill it with
FORMit'
 Further marketing can be done via Printing ads on the back
covers of the entranc examination prep books.

8. COMPANY ANALYSIS ANALYSIS- The app will be the first in the business and this is our biggest
strength.
 Secondly once this market is explored and the app succeeds there is no
coming back as the form filling industry with the coming days only see a rise
and never a decline.
 POSITIONING- Our app will be distinguished from our competitors as our
features will be available on the actual websites of the form itself moreover
other tools that offer the same service such as APPLE/GOOGLE CROME
AUTOFILL lack the option to fill straight away a real life form and also
competitors like Adobe fill & sign and other scan and fill app don't have a
collaboration with the real life forms.

9. MARKET ANALYSIS
 The market for this app is huge as there is a big number of people who fill
forms and also our biggest strength in this regard will be that there are as of
now no competitors.
 AGE COMPOSITION:
 75% - 16-24 YEARS as these are the users who would use the app to fill the
majority of university forms and entrance examination forms.
 20% 30-40 these are the people who would be using the app to fill other
forms such as Insurance forms, New connection forms etc.
 5% Misc.

10. CURRENT STATISTICS
 ON AN AVERAGE A PERSON TAKE 30 MINS TO FILL AN ENTRANCE EXAMINATION'S
FORM AND 90% OF THE PEOPLE TAKE 2 SITTINGS OF THE SAME FOR THE
SUBMISSION AFTER THEY SAVE & QUIT.
 ON AN AVERAGE A PERSON TAKES 2 WEEKS TO COMPLETE AN IVY LEAGUE'S
FORM.
 WITH FORM IT THESE NUMBERS WOULD BE DRASTICALLY
REDUCED TO 10 SECONDS OF PROCESSING AND 1 MINUTE
OF REVIEWING WHICH WOULD ALSO ACT AS OUR USP.

11. GOAL

12. GOAL
 The goal of Form-it will be to earn about $10,000 by selling the
premium features it offers through the app.
 - Each year more than 2 Lakh students appear for the CAT exam, and a
huge number of students appear for various other entrance exams.
 The price we charge for premium features if 1$ which say if we get a
reach of 5,00,000 people then is only 2% which is a very realistic number
as over 20,00,000 forms are filled each year for various entrances and
admissions and all of them will get a hold of the app as we have already
collaborated with the examination administration.

13. GOAL
 Performance benchmarks – Since the sole purpose of the app is to
minimize effort while filling a form, we need to make sure that the
process is very swift. For the same the following standards are set :-
 Time taken by the app to process and fill the automatic
information after the user selects " Fill it with Form-It " will not be
more than 10 seconds.

14. STRATEGY

15. COLLABORATIONS
 WE WOULD HAVE TO COLLABORATE WITH ALL THE
 ENTRANCE EXAMINATION'S ORGANIZING BOARD
 UNIVERSITIES ADMISSION PORTAL
 MAJOR SERVICE PROVIDERS IN THE NATION
 - THESE WILL BE WILLING TO COLLABORATE AS THE USERS AND
PEOPLE APPLYING FOR THE SAME WILL BE AT A LOT OF EASE AND
WILL ALSO MAKE THE PROCESS A LOT FASTER THEREFORE THEY CAN
END THE SAME A LOT EARLIER..

16. COMPETITORS
 OUR MAJOR COMPETITORS ARE THE APPS WHICH PROVIDE THE
SERVICE OF SCANNING THE TEXT AND FILLING IT.
 HOWEVER WE HAVE NO DIRECT COMPETITORS AS THERE IS
ABSOLUTELY NO APP IN THE MARKET CAPABLE OF DOING THIS.
 ALSO THE AUTOFILL FEATURE OF BROWSERS WILL GIVE US
SOMEWHAT MILD COMPETITION

17. TARGET MARKET
 Our target market are the people who fill forms for various purposes
 Out of the same the users will be student (16-24 years old ) intensive as they will
various forms over the year for various purposes such as admissions, entrances etc.
 Other users will include people who fill forms for other purposes such as insurance or
new bank account.
 Our market will include collaborators which will be the administrations of these
examinations so that we can configure the app according to their forms. Further our
collaborators will be other institutions who require a form to be filled during the start
of their service such as insurance companies, banks or internet providers.
 There are no major competitors as this particular market is so far non existent.

18. OFFERINGS
 The app will provide the users a swift way to fill a form that normally
require large amounts of time. We create value is making their work of
filling a form which everyone does in abundance as minimal as
possible.
 To the collaborators such as CAT we provide them the opportunity to
make the exam taker's job easier and faster. Take for example banks, we
make their task of filling the customers form easier and help all
collaborators to compile the database faster as people no longer require
much time to fill the same.
 This offering through this app is unique as no other app which helps the
customers to automatically fill forms is currently available in the market.

19. POSITIONING STATEMENT
 FORM-it helps users such as students aged 16-22 or other
users who fill forms for various purposes to eliminate the
time it takes to fill their lengthy forms by collaborating
with the service providers requiring the filling of a form by
providing them with an app which fills these forms with a
single touch using the one time information they provide
while signing up.

20. TACTICS

21. BRAND NAME, SLOGAN AND JINGLE
 The name of the app is Form-it which depicts the work the app does
that it fills the form itself. Imagine a person telling the other " This is
such a lengthy form " and the other replies " Just form-it "
 Slogan of the app is " Fill it with Form-it " which tells the users what the
app does for them. It fills a form.
 Jingle – Form-it and collaborators offer something revolutionary by their
synergy,
Long hours devoted to filling form is history
Swift and automatic filling is our delivery.

22. PRODUCT
 The product that we offer is an app that helps the users to fill any
form they desire just by a single click. How this happens is
demonstrated earlier.
 In a nutshell, the user is required to download the app and sign up.
during sign up the user is supposed to provide all the information
to the app which the app further uses to fill all forms.

23. LOGO

24. PRICE
 Our app is free and users can fill the forms for free. However there are much more
complications to filling the form such as attaching the scanned documents such as picture or
result marksheet. These complications are in the form as all forms require a variation in size of
the document.
 The free version of the app would not resize the documents that all would be available in the
paid version. All the features in the paid version will be priced at 1$. These features are:
 1) Automatic resizing of the documents as per the requirements of the form for example
10X50 cm
 2) Compress the documents as some forms require a specific size of the documents such as
50kb
 3) A feature that would notify the users when a form is out such as " NMAT 2017 will be out
on Oct 15, 2017 "

25. INCENTIVES
 There would be referral feature on the app. Say XYZ a user invites 5
of his friends to download and use the app than he would be
gifted one paid feature.
 Say a user the app for filling more than 25 forms than he would be
gifted a paid feature for free.

26. COMMUNICATION
 Our core marketing will be done via the websites of the form
itself. When we collaborate we are going to add a clause which
would allow us to add an option to their website “ Fill it with Form-
It “
 Next we will market our product through the preparation books
such as Arun Sharma
 We will market our product through text messages to applicants or
aspirants of entrance examinations whose numbers can be
arranged from coaching classes’ database.

27. DISTRIBUTION
 The app will be distributed through Play Store's Utilities and
Education category of apps
 The website will also be distributed online and via collaborators
websites
 Paid features and incentives are available in app

28. IMPLEMENTATION

29. ORGANIZATIONAL STRUCTURE
 The company will have 2 teams. The inner core team and the
external outreach team.
 The internal core team will be responsible for the functioning of
the app and removing the server from the bugs etc
 The external outreach team will be responsible for the pitching of
collaborators for increasing the reach of the app and also to
maintain contact with the users to solve their problems.

31. BUSINESS PROCESSES
 There has to be a lot of activities that have to be undertaken to develop
this product.
 1) Customers are to be targeted and They needs have to be fulfilled
 2) When collaborating with the form offering companies they have to be
assured that it would make their task easier and also their applicants
happier
 3) Logo Brand Name and Jingle have to distinct.
 4) Identify the target collaborators and pitch them.
 5) identify the competitors and offer the service better than them.

32. BUSINESS PROCESSES
 6) Analyze the target market and fill the inadequacies present.
 7) communicating through right channels by dealing with the preparation books makers nand
educational providers.
 8) Distributing incentives and the app itself through the most productive channels.

33. IMPLEMENTATION
Week 1 – deciding the activities to be carried on
Week 2 – Identifying the sponsors
Pitching the sponsors for the collaborations
Month 2 – marketing of the app
Month 3 – fully functional application.

34. DISCLAIMER
 These slides are prepared by SHAURYA SAREEN STUDENT AT CVS DU UNDER THE SUPERVISION OF
PROF. SAMEER MATHUR FACULTY AT IIM-L DURING MARKETING MANAGEMENT INTERNSHIP